Today, there is no denying that we live in a mobile device dominated world. We take our mobile phones with us just about everywhere we go. And when we need to know something, we quickly turn to that mobile device to search for it. Google reports that 40% of people search only on a smartphone in an average day. Additionally, 57% of searchers use more than one type of device, meaning that they may start their search on mobile and finish it on desktop.
With searchers using mobile devices in such strong numbers, it begs the question: is your inbound marketing strategy ready for a mobile-first world? In this post, I’ll explore some of the questions you need to ask to help you position your business to survive and thrive in a mobile-dominant environment.
Transitioning to Mobile-First Indexing for Search
Last November, Google announced what some already suspected: Google was moving towards a mobile-first index (note: the timeframe for completing this transition is not yet known). From the beginning, Google’s index was built for desktops. And it has worked very well. But as searchers change their preferences, Google has to change with it. The result: Google is working to create a mobile-first index. This new index aims to ensure that Google is able to appropriately meet the search needs of its audiences on mobile devices.
Is Your Inbound Marketing Strategy Ready for a Mobile-First World?
“It’s OK. We have a mobile-version of our website,” you might be tempted to say. “We’ll be OK in this new mobile-first world.” And, of course, you might be right. But chances are, you won’t be. This is a very significant change and unless you were on the cutting edge of preparing for this transition, you’ve got some work to do. Below are a few questions you need to answer to make sure you’re inbound marketing strategy is ready for a mobile-first world.
1. Do you receive a “significant” amount of mobile traffic today? If you’re running Google Analytics, this is one of the easiest questions to answer. Simply look inside the Audience → Mobile → Overview report (see screenshot below) and Google Analytics will show you how much of your traffic comes from mobile devices. Determining whether or not the amount of mobile traffic you receive is “significant” is relative; I’d argue that if you receive any mobile traffic, providing a good mobile experience is important.
2. Is Your Website Mobile-Friendly? In 2015, Google provided notice that if your site was not mobile-friendly, it could suffer in the search listings (not sure if you’re site is mobile-friendly? Test it here: https://search.google.com/search-console/mobile-friendly). One of the best ways to ensure that you comply with this standard is to build your site using a responsive design.
3. Is your entire site accessible to Googlebot? Google’s crawler, named Googlebot, must be able to “see” your content to be able to include it in the search index. To find out, you can test your robots.txt file here: https://support.google.com/webmasters/answer/6062598
4. Are your landing pages optimized for mobile? You can spend a lot of time and money driving traffic to your site. But if site visitors land on that page and find cumbersome and complex landing page forms, they are likely to leave and find what they need from someone else. Simplify your landing pages to put the key focus on your call-to-action and only collect the minimum amount of information you need from the site visitor.
5. Are your remarketing campaigns targeting mobile devices? As noted in a previous post, it is unlikely that site visitors will become customers on their first visit to your site. If your traffic came to you on mobile devices, are you creating remarketing lists inside AdWords that target those same users on mobile devices in the future? If not, you’re missing out on a tremendous opportunity.
6. Are searchers starting their journey with you on mobile and finishing on desktop? You need to know the answer to this question because you must know the path that new customers (or leads) take. We can turn, once again, to Google Analytics for some insight. If you are tracking conversions, you can check the “Assisted Conversions” report. Applying the dimension “device category” will show you conversions by mobile, desktop and tablet devices. This table shows you when mobile assisted in the conversion (i.e. was a part of the conversion path), but was not the final conversion interaction. If you see a high number of assisted conversions for mobile, you can reasonably assume that mobile is a key part of your audience’s conversion journey.
Preparing your inbound marketing strategy for a mobile-first world can feel overwhelming, but it doesn’t have to be. By answering the above questions and taking the time to address them appropriately, you will put your marketing campaigns in a much stronger position to succeed with a mobile-device audience.
How Dijital Farm Can Help
At Dijital Farm, we know the challenges of developing inbound marketing strategies that deliver results. We’ve helped our clients by creating custom, sustainable inbound marketing strategies. We know that you you want digital marketing that works. Learn more about how we drive results. And if you have questions, reach out to us. We’d love to talk about how we can help you with your digital marketing needs.